American Rooted Co. began as a labor of love—a project born from the deep need for purpose during long military deployments. For Laura Holiday, a military spouse raising two young children and managing the home front, the journey started with a simple request. A friend asked her to create a piece that would honor the service of their spouse. Armed with just a drill, a miter saw, and a passion for creating, Laura crafted a single flag, and what started as one project soon blossomed into a thriving business.
Laura’s journey has been shaped by the military lifestyle in more ways than one. Originally from upstate New York, she met her husband—who hails from the Bay Area of San Francisco—at Fort Hood back in 2004. From that moment on, they lived the typical military life, moving from duty station to duty station, deployment after deployment. Their two teenagers were born in different states and have experienced living in various cultural environments, giving them a unique perspective on the world.
After her husband retired from the Army following 20+ years of service, the family decided to settle in Mooresville, a town they had come to love over the years. “We used to be stationed at Fort Bragg and would visit Mooresville. We quickly fell in love with the town’s charm, community, and welcoming spirit,” Laura shares. One of her closest military spouse friends, now a teacher in the Mooresville Graded School District, played a key role in their move. “She helped us find our home while I was still working out of Fort Polk, and she also showed us how much the schools here could offer our kids,” she recalls. Though her husband has retired from active duty, he continues working in the same field—“The uniform may have changed, but the lifestyle remains pretty similar without packing up and moving.”
The transition to Mooresville allowed American Rooted Co. to thrive. What began as a small, personal endeavor expanded with every new duty station, and now, the business operates out of their home, with hopes of one day having a dedicated space to grow even further.
Coming from a family rich in artistic talent and musical heritage, creativity was always in Laura’s blood. The decision to work with reclaimed wood felt natural to her. As she explains, “Each piece tells a story with its weathered, imperfect character.” The company’s primary materials include bourbon barrels, oak, and cedar—each carefully chosen for its texture, grain, and unique history. The charred interior of bourbon barrels, combined with their aroma and past, gives the pieces a distinct touch that’s impossible to replicate in mass-produced items.
Military life deeply influenced the business’s foundation. Laura spent countless late nights in the garage, crafting art while her kids slept, finding solace and purpose in her work during deployments. It wasn’t just about the craft—it was about honoring the service and sacrifices made by service members. The military community, with its deep bonds and shared experiences, became the heart of American Rooted Co., where friends quickly become family, supporting one another through life’s challenges.
The business is truly a family affair. Laura’s husband and children have been an integral part of the journey from the start. Whether it’s sanding, painting, packing orders, or sweeping up sawdust, everyone plays a role in bringing each piece to life. As Laura reflects, “The values of hard work and creativity are ingrained in our daily lives.”
The appeal of American Rooted Co.’s handcrafted work lies in its soul. Each grain in the wood, every mark, holds a story—an emotion that makes the pieces deeply personal. One of the most meaningful projects for Laura was creating a memorial flag for a Gold Star family. The family had lost a loved one in service, and the flag was crafted with wood from a place significant to their memory. When they saw the final piece, the family shared that it felt like having their loved one home again. “That moment left a lasting impact on me,” Laura says.
American Rooted Co. doesn’t just create art—it creates connections. Unlike mass-produced products, each handcrafted piece is made with care, passion, and attention to detail. The process of working with reclaimed wood is slow and deliberate, requiring patience and respect. It’s not just about building a product; it’s about honoring the materials, the craft, and the stories they hold. The company also gives back to nonprofits and organizations that support veterans, first responders, and their families through donations and volunteer efforts.
Along the way, Laura has had the honor of working with nonprofits, giving CrossFit Raeford a makeover using her design skills, and even painting a mural for a military family right here in Mooresville as part of Military Makeover with Montel.
Looking to the future, Laura envisions American Rooted Co. expanding into a space where other military spouses and veterans can showcase their own handcrafted work. “We want to build a community that uplifts and supports creativity and service through craftsmanship,” she shares.
Customers discover American Rooted Co. through social media, word of mouth, and markets, but the most cherished feedback comes from those who find comfort in the pieces. One customer, whose home was destroyed by fire, shared that a handcrafted flag honoring her husband had miraculously survived the disaster. That moment reinforced the deep meaning behind every piece Laura creates.
The journey of American Rooted Co. has been shaped by duty stations, collaborations, and giving back. From designing a complete overhaul for CrossFit Raeford to painting a mural for a military family right here in Mooresville as part of Military Makeover with Montel, the business continues to touch lives, not just in Mooresville, but far beyond.
The quality and longevity of each piece are at the heart of the business. As Laura says, “The memorial flags and pieces will always hold a special place in my heart. They’re not just projects. They’re emotions and carry a strong sense of pride.” While traditional techniques are used to ensure durability, no two pieces are ever the same, keeping the work fresh, fulfilling, and deeply personal.
For those considering starting their own handcrafted business, Laura’s advice is simple: “Start small… don’t rush, stay authentic, and let your uniqueness lead the way. It’s easy to get lost trying to do what others are doing. Just focus on what you love and who you’re doing it for. Find your brand and stick with it.”
American Rooted Co. is committed to giving back and making an impact in Mooresville and beyond. Organizations looking for product donations for fundraisers or community support can connect through the website or social media channels.
As American Rooted Co. continues to grow, it remains true to its roots: honoring service, fostering creativity, and making meaningful connections, one handcrafted piece at a time.
